I learned to recognize what draws people in.
What becomes iconic and memorable, what holds attention, and what people are drawn to at a visceral level.
That understanding shapes my work.
I started by learning how to build. Then I became more interested in why things should exist at all.
That curiosity pulled me into business, commerce, and eventually consulting.
I wanted to understand the forces behind the work, not just the work itself.
I learned to lead with the question of why.
To understand not just what is made, but what the object of design needs to achieve.
Over time, that way of thinking became a simple standard for the work.
Things need to be built well.
They need to draw people in.
And they need to stand up in the market.
When all three come together,
that’s when design starts to matter.
I began as an automotive designer at Honda, where I found an early affinity for controls and logic, long before smartphones and modern digital products became the norm. From there I moved into consulting through BMW, continuing to work across industrial design and digital products. After several launches, I entered the startup world at Fisker Automotive as a lead interior and UX designer. Since then, I have helped launch products and shape strategy across startups and corporate ventures, including work developed through BCG Digital Ventures and McKinsey Digital.
Today, I focus on fewer projects because I go deeper into each one and prefer to stay along the product cycle to react to market changes.
I work closely with founders and teams at moments when something important is taking shape, whether that means defining a product, migrating a platform, repositioning an experience, or rebuilding from the ground up.
The work lives between design, systems, and business. My purpose is to create things that hold attention, perform in the market, and last.
